BATON ROUGE, La., May 6, 2025 – Today Visit Baton Rouge, the Destination Marketing Organization (DMO) for East Baton Rouge Parish, unveiled a new brand identity and advertising campaign illustrating the destination’s refined yet accessible culinary, cultural and family friendly qualities. The messaging “Our Place, Your Pace” and supporting campaign highlight the distinctive and metropolitan experiences Baton Rouge offers, inviting visitors to savor its rich history, vibrant flavors and the warm hospitality of locals—all at their own pace.
The brand’s new logo mark is inspired by the quatrefoil shape that appears in architecture and design throughout the capital city. Its approachable yet refined feel embodies Baton Rouge’s sense of laid-back luxury and will be employed visually to suggest a window through which to see the city’s rich collection of offerings.
“We’re thrilled to unveil a bold new brand that reflects the vibrant spirit and story of Baton Rouge,” said Laura Cating, Visit Baton Rouge's Senior Vice President of Marketing and Communications. “With National Travel and Tourism Week highlighting the power of travel, it’s the perfect moment to showcase how tourism drives our local economy—bringing in $1.7 billion in visitor spending in 2024—and invites guests to experience our city's rich culture and unforgettable charm.”
Visit Baton Rouge will showcase the new brand during a press conference held at the organization’s future headquarters at 232 Lafayette Street on Thursday, May 8. The historic building, located within a block of several downtown hotels, will undergo a major renovation estimated to be complete in 2026.
The new brand positioning, visual identity, messaging strategy and target personas are the result of a year-long extensive brand study with Luckie & Company backed by hundreds of research, surveys and travel diaries.
The brand launch campaign, developed in partnership with Baton Rouge-based agency MESH, will include print and digital advertising, social media marketing and public relations elements utilizing a vibrant logo and color palette, with photography showcasing the destination’s unique features and amenities, including family friendly experiences and the highlight of the “hidden gem” of the Perkins Overpass culinary district.
Brand activations and advertising will debut in Baton Rouge this week at several popular events, including the Red Stick Farmers and Art Market on May 3, Hot Art Cool Nights on May 9 and Night Market BTR on May 10. This brand presence will include a life-size 3D version of the new logo for photo opportunities, temporary “clean graffiti” stamps of the logo and messaging placed around the city and a large paint-by-numbers mural featuring brand inspiration.
Editor's Note: For campaign images and elements click here. (Image credit: Visit Baton Rouge).
About Visit Baton Rouge
Visit Baton Rouge is the designated Destination Marketing Organization (DMO) for East Baton Rouge Parish, responsible for promoting and showcasing the region. Our primary mission is to increase visitation to and awareness of the Baton Rouge area thereby enhancing economic impact-driving $1.7B in visitor revenue in 2024. Whether you’re taking it easy or taking it all in, Baton Rouge is where visitors discover everyday richness at their own pace. Find recent press releases and tourism news at visitbatonrouge.com/media/press-releases. Follow us on all social platforms @visitbatonrouge.
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